Brands in the Premium category attracted 35.6% of total spirits sales by volume in the 12 months to mid-May—0.4 percentage points more than in the previous year. The Ultra segment performed even better, lifting share by 0.5 percentage points to 6.2%.
Gains have come at the expense of lower-priced spirits, the research reveals. Value brands accounted for 17.3% of spirits volumes—a year-on-year drop of 0.2 percentage points—while mid-priced products shed 0.5 percentage points to stand at 22.0%.
The Ultra category’s growth was being powered by increased distribution, with nightclubs achieving a particularly large increase in share of 2.2 percentage points. Casual Dining and Bars were among other Ultra winners, taking 0.5 and 0.4 percentage points respectively.
CGA by NIQ’s exclusive OPM solution also provides extensive spirit-by-spirit breakdowns, highlighting a stellar year for Tequilas in the Ultra tier. This spirit stole 3.7 percentage points of Ultra volumes in the year to mid-May, and its RoS increased. In doing so, Tequila took volumes from other segments like Gin, Whiskey, and Cordials, which all lost slices of total Ultra volumes.
Meanwhile, OPM’s state-by-state analysis indicates that the largest market for Ultra spirits is California, where they command 9.7% of total volumes—a year-on-year increase of 0.3 percentage points.
The OPM service from CGA by NIQ provides suppliers and venue operators with many more insights into out-of-home spirits sales across the US, helping businesses optimize assortment and pricing strategies and adapt to the latest trends.
Matthew Crompton, CGA by NIQ’s Vice President, Americas – On Premise, said: “Although overall volume is down for higher-priced spirits, Ultra and Premium segments are gaining share, driven by Tequila and the premium influence in nightlife venues. Nevertheless, value and mid-tier options remain a vital part of the landscape, and optimizing assortments in bars, clubs and restaurants is crucial. For suppliers and operators, this trend signals a critical opportunity to align portfolios, pricing, and distribution strategies with evolving consumer preferences and premiumization momentum.”
CGA by NIQ’s OPM solution delivers in-depth intelligence on Bev Al sales in US On Premise, with expert analysis by category, channel state and much more. To discover more about the service and opportunities for bespoke analysis, contact the experts.
Source: CGA by NIQ On Premise Measurement, Rolling 52 W/E 05/17/2025 vs YA.
